According to preliminary data from the International Data Corporation (IDC), the global tablet market has experienced a significant resurgence. The IDC’s Quarterly Personal Computing Device Tracker reveals that tablet shipments grew by 22.1% year-over-year in the second quarter of 2024, with 34.4 million units shipped.
A return to normalcy
The market is now returning to more typical levels after the unprecedented boom in tablet shipments during the COVID-19 pandemic. In 2020, at the height of the pandemic, over 164.1 million units were shipped as remote work, online learning, and home entertainment needs surged. The current growth is attributed to product refreshes from leading brands such as Apple and Huawei.
Apple continues to dominate the market with a 35.8% share, shipping 12.3 million units in Q2 2024. The demand for Apple’s new OLED iPad Pro models and the 13-inch iPad Air increased shipments in almost every region except China. IDC noted that Apple’s shipment volumes rose due to favourable market demand.
Market leaders and emerging players
Despite not launching a new flagship tablet, Samsung retained its position as the second-largest tablet manufacturer. The company shipped 6.9 million units. Lenovo secured third place with 2.5 million units shipped, continuing its steady presence in the market.
Huawei and Xiaomi rounded off the top five positions. Huawei saw 40.3% year-over-year growth, securing the fourth spot. Meanwhile, Xiaomi experienced remarkable growth, with a 94.7% year-over-year increase, particularly in European markets like France, Germany, Italy, and Spain.
Future outlook
Looking ahead, IDC predicts that the global tablet market will continue its recovery. The refresh cycle and growth in emerging markets are expected to drive this trend. For brands to sustain their momentum in the long term, IDC emphasises the importance of continuous innovation and differentiation. Creating unique niches for their devices will be crucial for maintaining competitive advantages.
As the market stabilises, consumers can expect a variety of new and improved tablet options that cater to diverse needs and preferences.
